The Chinese TikTok of frocks is the world’s hottest fashion retailer. Yet even its American investment-fund backers won’t reveal a thing about it
Save time by listening to our audio articles as you multitaskIn America, where it faces an incumbent that is almost impregnable, Amazon, its success is extraordinary. In the first three months of 2022, it accounted for almost a third of fast-fashion sales in the country, more than stalwarts Hennes & Mauritz and Inditex’s Zara combined, according to Earnest Research, a consultancy .
Start with the supply chain. Based in Guangzhou, Shein taps into thousands of suppliers that stitch and sew garments. Standard stuff in the world’s factory. What makes it different is that it pays them on time, which foments trust, enabling it to commission small orders at low prices, bolstering the frequency with which it can launch new styles. Sheng Lu, of the University of Delaware, calculates that last year Shein offered 1.3m new styles in America, versus 35,000 at Zara and 25,000 at.
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